Advertisers launched campaigns that cater to the most popular back-to-school shopping habits- in-store and online; the National Retail Federation found that over half of US shoppers will have their back-to-school shopping completed by early August, and a survey from KPMG indicates that these shoppers expect to spend 14% more on back-to-school purchases than last year.
OOH ads drive in-store and online sales
Both Walmart and H&M are embracing mixed shopping preferences among its target shoppers with ads that showcase their most popular fall styles available for purchase in-store and online.
A 2022 survey from The Harris Poll found that 69% of back-to-school shoppers plan to purchase in physical stores and 40% plan to purchase online. The same survey rates clothing as a top selling product, with over half of respondents indicating a plan to purchase new back-to-school looks.
H&M’s inclusion of pricing holds particularly high value among ad viewers as 88% of BTS shoppers find OOH ad messages about value or savings as the most relevant.
Outdoor ads offer digital brands a real-life voice
What’s a new school year without a fresh pair of kicks or a new bag? Ebay knows that frugal consumers are open to second-hand goods, and the veteran online marketplace is using JCDecaux DOOH to let ad viewers know that their platform can help incoming students dress for success.
When it comes to driving critical online activations like website visits, OOH pulls well above its weight; a Comscore study found that OOH indexes for website visit activity at 4.8 times the expected rate given its relatively low ad spend compared to other media formats like TV (.7) or video ads (.5).